I've remembered seeing a number of these "great employee benefits" companies, brag about their offerings over the years.
The one that really sticks out in my mind, was even on 60-Minutes. It is Sullivan Air Compressors. They set up this great place, like Google, the employees all loved it. Then it happened, a bunch of new employees claimed they didn't want all the frills, and wanted the money spent on it to go to higher pay. Things became bitter, and it fell apart.

So I'm eager to see 10 years from now, how Google's plan has flowered or withered, especially as competition in data mining and record keeping increases.